Leo Burnett
Leo Burnett
Leo Burnettwas an American advertising executive and the founder of Leo Burnett Company, Inc.. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century, including Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies," Allstate's "Good Hands," and for garnering relationships with multinational clients such as McDonald's, Hallmark and Coca-Cola. In 1999, Burnett was named by Time Magazine as one of the 100 most influential...
NationalityAmerican
ProfessionEntrepreneur
Date of Birth21 October 1891
CountryUnited States of America
I planned from about the time I was in my late 20s that I wanted to be retired from working for someone else by the time I was 50,
If you are writing about baloney, don't try to make it Cornish hen, because that is the worst kind of baloney there is. Just make it darned good baloney.
Don’t tell me how good you make it; tell me how good it makes me when I use it.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
I think a smart woman can sell the average man anything,
Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.